Blue jeans are the quintessential consumer goods. 1,8 billion pairs is sold every year in the world, 63 million in France alone. In other words, almost one pair per capita.

Jeans are not immune to the crisis, its consumption is stable in Europe, but increases at the global level. The world denim market, estimated at 51 billion dollars in 2012-2013, is expected to reach 56 billion in the next five years. It is thanks to women that the sector has resisted: ten years ago, the men bought twice as many jeans as women; It is today parity.